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市場調查報告書

奧地利酒精飲料市場

Alcoholic Drinks in Austria

出版商 Euromonitor International
出版日期 2009年06月 商品編碼 100136
內容資訊 英文 Tables: 170
價格
US $ 1900 PDF by E-mail (Single User License)


奧地利酒精飲料市場 是由出版商Euromonitor International在2009年06月所出版的。 這份英文市場調查報告書包含Tables: 170 價格從美金1900起跳。

目錄

Why buy this report

  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
  • Identify market and brand leaders and understand the competitive environment

Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Good growth due to rising income levels

The Austrian economy saw good growth during the review period, boosting consumers' income levels. Growth was strongest in less-developed areas, particularly with a premium positioning. Within wine, for example, still rosé wine and champagne saw the strongest growth. Beer is fairly mature but benefited from a growing interest in niches such as dark beer and stout, along with the widening range of microbrewery beer and limited edition products on offer. Generally, consumers became more discerning but also more adventurous in their choices. In spirits, interest in premium products for example fuelled growth in blended Scotch whisky, while the growing popularity of cocktails at home and in bars drove growth in tequila, white rum, cream-based liqueurs and particularly vodka.

Domestic brands showed a good performance

Domestic products performed strongly across alcoholic drinks in 2008. Austrian consumers are typically enthusiastic about Austrian products and have faith in their quality, particularly where there is a long tradition of production. This trend was especially noticeable in wine and RTDs/high-strength premixes. Austria is a country with a long tradition in viniculture and its wine is popular in Austria as well as abroad. Growth in RTDs/high-strength premixes was meanwhile driven almost entirely by malt-based RTDs towards the end of the review period, with this comprising only radler. Radler is a blend of lemonade with beer, typically using strong local beer brands such as Brau-Union' s Puntigamer. Beer also benefited from this trend, with the growing number of microbreweries boosting interest in dark beer and stout. Cider/perry is meanwhile almost exclusively domestic with artisanal production, while domestic brands also performed well in liqueurs.

Strong brewers in lead

Beer is the least fragmented area of alcoholic drinks, with the bulk of sales controlled by Brau-Union and Stieglbrauerei. With beer also dominating overall sales of alcoholic drinks, these players thus enjoy a strong lead. The leading beer players also benefited from their presence in dynamic malt-based RTDs, which supported their shares towards the end of the review period. Wine and spirits meanwhile remains fairly fragmented, with a large number of small players. Cider/perry is meanwhile dominated by artisanal production, with no clear leaders.

Price-sensitive consumers seek out off-trade bargains

Supermarkets/hypermarkets continued to be the most significant off-trade channel for alcoholic drinks, accounting for a dominant share. After losing some share to discounters at the start of the review period, supermarkets/hypermarkets also regained share in 2008 thanks to the increasing use of price promotions. Discounters continued to be the most dynamic channel, however, appealing to increasingly price-sensitive consumers by offering a wide range at low prices.

Stronger growth ahead thanks to domestic innovation

Alcoholic drinks is expected to see stronger growth during the forecast period than that seen during the review period, with this due to strong investment in new product development and marketing by leading domestic players. The leading breweries are expected to be particularly effective in driving sales growth, with new product development and promotion set to rejuvenate sales in domestic premium lager and domestic standard lager, along with supporting strong growth in malt-based RTDs. However, microbreweries are also expected to be significant in driving growth. Domestic wine producers are also expected to focus on new product development and to explore less-developed niches such as still rosé wine.

  • ALCOHOLIC DRINKS IN AUSTRIA : MARKET INSIGHT
  • EXECUTIVE SUMMARY
  • Good growth due to rising income levels
  • Domestic brands showed a good performance
  • Strong brewers in lead
  • Price-sensitive consumers seek out off-trade bargains
  • Stronger growth ahead thanks to domestic innovation
  • KEY TRENDS AND DEVELOPMENTS
  • Players appeal to new tourist groups
  • Growing interest in socialising at home
  • Discounters continue to gain share
  • Austrian products appeal to patriotic consumers
  • Specialist retailers
    • Summary 1 Leading Specialist Retailers 2007
  • Market merger and acquisition activity
  • LEGISLATION
  • TAXATION AND DUTY LEVIES
    • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
    • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
    • Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
    • Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
    • Table 5 Selling Margin of a Typical Imported Wine Brand 2008
    • Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
    • Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
  • OPERATING ENVIRONMENT
  • MARKET INDICATORS
    • Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
  • MARKET DATA
    • Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
    • Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
    • Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
    • Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
    • Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
    • Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
    • Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
    • Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
    • Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
    • Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
    • Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
    • Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
    • Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
    • Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
    • Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
  • DEFINITIONS
    • Summary 2 Research Sources
  • LOCAL COMPANY PROFILES - AUSTRIA
  • BRAU UNION ÖTSTERREICH AG - ALCOHOLIC DRINKS - AUSTRIA
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 3 Brau-Union ötsterreich AG: Key Facts
    • Summary 4 Brau-Union ötsterreich AG: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 5 Brau-Union ötsterreich AG: Production Sites 2008
  • COMPETITIVE POSITIONING
    • Summary 6 Brau-Union ötsterreich AG: Competitive Position 2007
  • OTTAKRINGER BRAUEREI AG - ALCOHOLIC DRINKS - AUSTRIA
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 7 Ottakringer Brauerei AG: Key Facts
    • Summary 8 Ottakringer Brauerei AG: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 9 Ottakringer Brauerei AG: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 10 Ottakringer Brauerei AG: Competitive Position 2007
  • SPITZ GESMBH, S - ALCOHOLIC DRINKS - AUSTRIA
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 11 Spitz GesmbH KG: Key Facts
    • Summary 12 Spitz GesmbH KG: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 13 Spitz GesmbH KG: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 14 Spitz GesmbH KG: Competitive Position 2007
  • STIEGLBRAUEREI SALZBURG - ALCOHOLIC DRINKS - AUSTRIA
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 15 Stieglbrauerei zu Salzburg GmbH: Key Facts
    • Summary 16 Stieglbrauerei zu Salzburg GmbH: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 17 Stieglbrauerei zu Salzburg GmbH: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 18 Stieglbrauerei zu Salzburg GmbH: Competitive Position 2007
  • WEINKELLEREI LENZ MOSER AG - ALCOHOLIC DRINKS - AUSTRIA
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 19 Weinkellerei Lenz Moser AG: Key Facts
    • Summary 20 Weinkellerei Lenz Moser AG: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 21 Weinkellerei Lenz Moser AG: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 22 Weinkellerei Lenz Moser AG: Competitive Position 2007
  • BEER IN AUSTRIA
  • HEADLINES
  • TRENDS
  • PRODUCTION, IMPORTS AND EXPORTS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR BACKGROUND
  • Lager price band methodology
    • Summary 23 Lager by Price Band 2008
  • Published data comparisons
    • Table 24 Number of Breweries 2002-2007
  • SECTOR DATA
    • Table 25 Sales of Beer by Subsector: Total Volume 2003-2008
    • Table 26 Sales of Beer by Subsector: Total Value 2003-2008
    • Table 27 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
    • Table 28 Sales of Beer by Subsector: % Total Value Growth 2003-2008
    • Table 29 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
    • Table 30 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
    • Table 31 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
    • Table 32 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
    • Table 33 Beer: Production, Imports and Exports: Total Volume 2002-2007
    • Table 34 Beer Exports by Country of Destination: Total Volume 2002-2007
    • Table 35 Beer Exports by Country of Destination: Total Value 2002-2007
    • Table 36 Beer Imports by Country of Origin: Total Volume 2002-2007
    • Table 37 Beer Imports by Country of Origin: Total Value 2002-2007
    • Table 38 Company Shares of Beer by National Brand Owner 2003-2007
    • Table 39 Company Shares of Beer by Global Brand Owner 2003-2007
    • Table 40 Brand Shares of Beer 2004-2007
    • Table 41 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
    • Table 42 Forecast Sales of Beer by Subsector: Total Value 2008-2013
    • Table 43 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
    • Table 44 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
  • CIDER/PERRY IN AUSTRIA
  • HEADLINES
  • TRENDS
  • PRODUCTION, IMPORTS AND EXPORTS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR BACKGROUND
  • Published data comparisons
  • SECTOR DATA
    • Table 45 Sales of Cider/Perry: Total Volume 2003-2008
    • Table 46 Sales of Cider/Perry: Total Value 2003-2008
    • Table 47 Sales of Cider/Perry: % Total Volume Growth 2003-2008
    • Table 48 Sales of Cider/Perry: % Total Value Growth 2003-2008
    • Table 49 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
    • Table 50 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
    • Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
    • Table 52 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
    • Table 53 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
    • Table 54 Cider/Perry Exports by Country of Destination : Total Volume 2002-2007
    • Table 55 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
    • Table 56 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
    • Table 57 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
    • Table 58 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
    • Table 59 Forecast Sales of Cider/Perry: Total Volume 2008-2013
    • Table 60 Forecast Sales of Cider/Perry: Total Value 2008-2013
    • Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
    • Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
  • RTDS/HIGH-STRENGTH PREMIXES IN AUSTRIA
  • HEADLINES
  • TRENDS
  • PRODUCTION, IMPORTS AND EXPORTS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR BACKGROUND
  • Published data comparisons
  • SECTOR DATA
    • Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
    • Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
    • Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
    • Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
    • Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
    • Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
    • Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
    • Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
    • Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
    • Table 72 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
    • Table 73 Brand Shares of RTDS/High-strength Premixes 2004-2007
    • Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
    • Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
    • Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
    • Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
  • WINE IN AUSTRIA
  • HEADLINES
  • TRENDS
  • PRODUCTION, IMPORTS AND EXPORTS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • Published data comparisons
  • SECTOR DATA
    • Table 78 Sales of Wine by Subsector: Total Volume 2003-2008
    • Table 79 Sales of Wine by Subsector: Total Value 2003-2008
    • Table 80 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
    • Table 81 Sales of Wine by Subsector: % Total Value Growth 2003-2008
    • Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
    • Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
    • Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
    • Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
    • Table 86 Volume Sales of Still Red Wine by Price Segment 2003-2008
    • Table 87 Volume Sales of Still White Wine by Price Segment 2003-2008
    • Table 88 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
    • Table 89 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
    • Table 90 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
    • Table 91 Sales of Still White Wine by Grape/Varietal Type 2003-2008
    • Table 92 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
    • Table 93 Sales of Still Red Wine by Quality Classification 2003-2008
    • Table 94 Sales of Still White Wine by Quality Classification 2003-2008
    • Table 95 Sales of Still Rosé Wine by Quality Classification 2003-2008
    • Table 96 Wine Production, Imports and Exports: Total Volume 2002-2007
    • Table 97 Wine Exports by Country of Destination: Total Volume 2002-2007
    • Table 98 Wine Exports by Country of Destination: Total Value 2002-2007
    • Table 99 Wine Imports by Country of Origin: Total Volume 2002-2007
    • Table 100 Wine Imports by Country of Origin: Total Value 2002-2007
    • Table 101 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
    • Table 102 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
    • Table 103 Brand Shares of Still Light Grape Wine 2004-2007
    • Table 104 Company Shares of Champagne by National Brand Owner 2004-2007
    • Table 105 Company Shares of Champagne by Global Brand Owner 2004-2007
    • Table 106 Brand Shares of Champagne 2004-2007
    • Table 107 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
    • Table 108 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
    • Table 109 Brand Shares of Other Sparkling Wine 2004-2007
    • Table 110 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
    • Table 111 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
    • Table 112 Brand Shares of Fortified Wine and Vermouth 2004-2007
    • Table 113 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
    • Table 114 Forecast Sales of Wine by Subsector: Total Value 2008-2013
    • Table 115 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
    • Table 116 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
  • SPIRITS IN AUSTRIA
  • HEADLINES
  • TRENDS
  • PRODUCTION, IMPORTS AND EXPORTS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR BACKGROUND
  • Vodka, gin and other blended Scotch whisky Price band methodology
  • Published data comparisons
  • SECTOR DATA
    • Table 117 Sales of Spirits by Subsector: Total Volume 2003-2008
    • Table 118 Sales of Spirits by Subsector: Total Value 2003-2008
    • Table 119 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
    • Table 120 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
    • Table 121 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
    • Table 122 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
    • Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
    • Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
    • Table 125 Sales of Gin by Premium/Super-premium Split 2003-2008
    • Table 126 Sales of Vodka by Premium/Super-premium Split 2003-2008
    • Table 127 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
    • Table 128 Spirits Production, Imports and Exports: Total Volume 2002-2007
    • Table 129 Spirits Exports by Country of Destination: Total Volume 2002-2007
    • Table 130 Spirits Exports by Country of Destination: Total Value 2002-2007
    • Table 131 Spirits Imports by Country of Origin: Total Volume 2002-2007
    • Table 132 Spirits Imports by Country of Origin: Total Value 2002-2007
    • Table 133 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
    • Table 134 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
    • Table 135 Vodka Production, Imports and Exports: Total Volume 2002-2007
    • Table 136 Gin Production, Imports and Exports: Total Volume 2002-2007
    • Table 137 Rum Production, Imports and Exports: Total Volume 2002-2007
    • Table 138 Tequila Production, Imports and Exports: Total Volume 2002-2007
    • Table 139 Liqueurs Production: Total Volume 2002-2007
    • Table 140 Other Spirits Production: Total Volume 2002-2007
    • Table 141 Company Shares of Spirits by National Brand Owner 2003-2007
    • Table 142 Company Shares of Spirits by Global Brand Owner 2003-2007
    • Table 143 Brand Shares of Spirits 2004-2007
    • Table 144 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
    • Table 145 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
    • Table 146 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
    • Table 147 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
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